EMBiz: Brand Purpose vs. Unique Value Proposition

Brand Purpose vs. Unique Value Proposition

Laurel Mintz

Hi, everyone, Laurel Mintz, CEO of Elevate My Brand and this is EMBiz. Today we're gonna talk a little bit about brand purpose and UVP which is your unique value proposition and the difference between the two.

What is brand purpose?

Your brand purpose is really your reason for being as you know, I love Simon Sinek and he always says to start with why and that is really what your brand purpose is all about. It should be the reason you get up in the day to start your work. It should be something that gets you excited. It's the juicy bits and Bobs about why you started your company in the first place. Why what you do matters versus your value proposition, your unique value proposition. 

What is UVP?

What makes you different and why you are better than your competitors in terms of your product or service offering. This is really different and the two should not be confused although they do really integrate and should be significantly integrated when you talk about your brand in your brand guidelines and of course on your any of your platforms, but really a great comparison would be for example, Apple's brand, Apple's brand purpose is about creative exploration, innovation and their UVP is about beautifully designed and easy to use device.

Final Thoughts

So really when you think about developing a comprehensive brand, it needs to have both sides of the fence, the squishy touchy-feely stuff, right on the left-hand side, as we always like to say your reason for being not really delicious, why but also the right-hand side which is the differentiation piece that UVP.

So that is the difference between brand purpose and your UVP and why and how you should discuss both when talking about your brand.